AMPLIFY DAILY: “$53K Launch Breakdown >> Storytelling – Overview, pt.1 (Day #15 of 365)

Thomas K.R. Stovall
Thomas K.R. Stovall
All Posts By TKRS

DAY #15 OF 365 | Monday, January 15th, 2024

Today, we’re focused on how we use vivid storytelling to create momentum in our campaigns.

In this current series of emails, I’m giving you an all access pass behind the scenes of a warm network launch campaign I architected and partnered on in the last week of 2023…

The campaign ended up doing approximately $53,000 in sales over a day and a half, and around $57,000 total before it was officially done a couple days later.

YESTERDAY’S RECAP

If you missed yesterday’s AMPLIFY DAILY, I gave a deep dive overview into what our process looked like to create the tagging and custom fields for our engagement tracking…

We discussed exact naming conventions, viewed the forms, looked in the CRM and on the offer checkout pages where we tag the individual users, and discussed how we use that information.

LET’S TALK ABOUT STORIES THAT SELL…

In today’s AMPLIFY DAILY, I share that for launch related story campaigns, the stories we focus on are always going to be rooted in 1 of 2 fundamental contexts…

  1. Consequences and fundamental failures from not knowing the stuff that is being taught in the program we are launching
  2. Measurable successes and pain avoided that came as a result of knowing the stuff that is being taught in the program we are launching

Predictable Roadblocks, Immediate Solutions + A Climax Do A Great Story Make…

In my storytelling framework, we organize and choose which stories to use, based on which story type is a best fit for that particular customer avatar, and that campaign.

Each story told during the launch campaign should be selected to target the defined customer avatars for each program…

Because at this stage of their journey, It specifically highlights 1 of 2 things…

  • 1) One of the predictable roadblocks we know they are likely dealing with right now…

OR

  • 2) The defined solutions we know that they don’t know that they’re missing, and or don’t know how to implement to move past that roadblock

All the stories in a program launch-focused story series should focus on one of the predictable roadblocks clearly, and provide illustrative examples of 1 of 2 things:

  • 1) The consequences and fundamental failures you’ve personally experienced or watched clients struggle with from not knowing the solution for that roadblock, or knowing the solution and not knowing how to implement it properly

OR

  • 2) The outcome created that was a huge measurable success as a direct result of implementing that solution, which shows what’s possible when you solve that specific problem, in that particular way

Stories That Transfer Seamlessly From Email To Social Media…

These stories are used to craft the daily emails in the multi-day launch campaign…

As well as the accompanying social media posts…

By chopping them up into carousel style posts…

Then sharing that carousel post in IG stories…

Then recording yourself telling each of the stories that are written in the emails…

Then posting that recording in the FB group…

And on IG as a reel…

As well as in YouTube as a YouTube short…

And in your membership group (if you have one). 

The actual case study videos will also be posted on YouTube as shorts…

And on IG reels…

And in the FB group…

And on the wall of proof page on your website.

The full stories are published each day in the Facebook group…

And in your membership group.

Take a thumbnail of your recording for that day’s email story…

And put that at the bottom of the email in case they want to click it and watch the video to hear the full story…

Also, add a thumbnail of the case study in the body of the email, linked to the video…

And a small thumbnail of the previous day’s story video at the top of the email, linked to the full video.

The 9 Types Of Stories That Comprise The “STORY BLOCKS” inside our framework…

In my storytelling framework, every story we tell falls into 1 of 9 categories…

We organize and choose which stories to use, based on which story type is a best fit for that particular customer avatar, and that campaign.

By creating clear categories for the different types of stories…

It gives your brain more effective parameters for identifying stories that might be a fit.

CONTEXT FOR STORIES IN EACH STORY SERIES

  • 1) Overcoming Objections: OO
    • “Here’s why I know this works…”
  • 2) Personal Story: PS
    • “I’ve made this mistake, here’s what happened…” (pain, framed inside of hope)
  • 3) Aspirational: A
    • “Personal before / after story that maps onto the lives of prospects…” (hope, framed inside of pain)
  • 4) Social Proof: SP
    • “Before / after story of client or customer, with measurable outcome, that maps onto the lives of prospects…”
  • 5) Industry Education: IE
    • “Let me tell you how things work in this industry, and what you can expect…”
  • 6) Is This You?: ITY
    • “Here’s what it looked like for me / my customers…can you relate?”
  • 7) Limited-Time, Don’t Miss Out: LTDMO
    • “Ever thought you had PLENTY of time, and then you missed the train…”
  • 8) Transactional: TR
    • “Here’s what you need to know about what’s happening now and what’s happening next. Take this action.”
  • 9) Big Announcement: BA
    • “You remember the last big thing you were excited about? For me, it was buying tickets to _________. Every time I look at it on my calendar I’m excited about that upcoming trip…” (ie- Save The Date)

“Primacy” vs “Recency” Effect

In my experience, when we follow this exact process, multiple stories pour out.

Even with great content, some stories are just going to invoke more FEELING than the rest of them.

Now that we have those stories categorized by what kind of “story block” context they fit into…

The next step is for us to then rank and prioritize the order in which we will tell the stories in the launch campaign.

Separate the stories into 3 buckets…

Good, better, best.

We tell our “best” stories that are the most compelling and relatable to our avatar in the FIRST days of the campaign…

The stories that are “good,” but are the least powerful and compelling in the bunch, they get told in the MIDDLE days of the campaign…

And the stories that are “better” than good, but didn’t quite make “best,” we tell those in the FINAL days of the campaign.

Why? Because based on the psychological principle of the PRIMACY vs RECENCY Effect…

If we see a number of items, whether it be presentations or emails in a story series…

Our brains primarily remember the first thing we saw, and the last thing we saw…

Everything in the middle, we MIGHT remember a feeling, but we don’t really remember specifics.

So how does that translate to you?

If you’re ever giving a presentation or pitch, go FIRST or go LAST if you want to increase your odds of being memorable.

If you’re telling stories in a program launch story series, put your absolute BEST stories first to grab attention…

And your second best stories last, to anchor the campaign on both sides with really memorable stories…

That you’ve designed to map right onto the lives of your customer avatar…

And resonate with them, because it addresses the exact problem(s) they desperately need to solve right now.

WHAT WE’LL COVER TOMORROW…

Tomorrow, on Tues, 1/16/24, we’ll go through my 7-STEP PROCESS FOR WRITING CONCISE AND COMPELLING COPY SNIPPETS.

This structure will have you write stories in email form, that seamlessly translate over to social media, and have viral characteristics.

ARE YOU AN OFFICIAL SUBSCRIBER YET?

To make sure you don’t miss any special opportunities and information that I make available specifically to my AMPLIFY DAILY subscribers, register at https://ThomasKRStovall.com to make sure you don’t miss any emails.

At Your Service,

Don’t hesitate to reach out – tkrs@thomaskrstovall.com.